They know what they want - and maybe they'll get it

Originally appeared in the Jersey Journal on Monday, April 17, 2006

By JARRETT RENSHAW

With thousands of new residents expected to flood the Downtown area over the next several years, there will be a greater demand for new businesses to meet their needs - and residents have plenty of suggestions.

"We need a place to get fresh produce, or organic, specialty items, and a place for women to get nice clothes," said Rouba Farah, as she walked her infant near Morris Canal. "A nice spa wouldn't hurt either."

Nearly everyone asked by The Jersey Journal put a high-end grocery store at the very top of their Downtown wish list.

Other suggestions included a bakery, bagel shop and Barnes & Noble or Borders bookstore.

Attracting larger retail stores like Barnes & Noble or a Whole Foods supermarket is difficult because the companies have a certain business model, developers and city officials say.

"They want free parking in a big shopping center, and they look at driving times and population in a five-mile radius, and they have been successful," according to Jamie LeFrak of the LeFrak Organization, the developer of Newport. "Until they adjust their model to fit urban areas like Jersey City, it's going to be tough to attract them."

Further, developers with just one large property are always trying to maximize their profits, so they often lease to cell phone companies and Laundromats because they pay the highest rent, he said.

"We are in the fortunate position where we have a number of properties, so we are trying to

build a community with input from our residents, so we can pick and choose what we think the people want," LeFrak added. "Plus, we have renters, so it's not like we leave a project when it's done."

Not everyone surveyed had food or food for thought on their mind

"We need a jungle gym, or more recreation areas," Jason Gomez said while setting up his daily soccer game at Liberty State Park.

Others, like Mary Ann Koch, want to be able to remain in the neighborhood where they spent much of their lives.

"We need affordable housing," Koch said. "I rent, and I have been here for 50 years, but it's tough now and I am never going to leave. Where would I go?"